Hyundai has really been focusing on design over the last few years – and looking at its current range of cars, it’s plain to see it’s worked.
But now the Korean firm is delving even deeper into the world of the arts, announcing it will sponsor the Tate Modern art museum for the next 11 years.
The sponsorship deal of the Tate Modern’s Turbine Hall begins in Autumn 2015, whereby we’ll see a new series of annual installations from the ‘Hyundai Commission’.
This is a commitment to art, a commitment to design, and a commitment to quality.
Just like Hyundai, the artists selected to show their work in the Turbine Hall will be at the forefront of their game, delivering innovative thinking and quality products.
Believe it or not, there are parallels to this in the car world.
The new Hyundai i10 city car, for example, follows this rationale entirely. Despite being much more grown up and more spacious inside, the improved interior packaging has not compromised the i10’s compact footprint.
This means the car is still superbly manoeuvrable around town and still returns superb efficiency.
The same is true right across the Hyundai range, all the way up to the range-topping Hyundai Santa Fe off-roader.
With its intelligent four-wheel drive system, you can have efficiency in two-wheel drive mode when you don’t need the extra grip, or full on four-wheel drive when the conditions are tough or you’re travelling off-road – the car’s ECU will do all the computing for you.
The collaboration between Hyundai and the Tate Modern will run until 2025 and is a commitment to worldwide innovation. It’s the longest agreement of its kind in Tate’s history.
Hyundai Motor vice chairman Euisun Chung:
“At Hyundai Motor, we understand that cars can provide much more than transportation.
“They can connect with people emotionally and it is this same feeling that connects people to great art. This is the nature of our partnership with Tate.
“We are excited about the new possibilities that lie ahead and are very privileged to be working together with the Tate on this inspiring collaboration.”